— Beats By Dre (@beatsbydre) August 23, 2017
Th ad titled 'Dedicated' has been dedicated to his city and country, Dublin, Ireland by McGregor. The ad is summarised by Beats by Dre as: "The world is a noisy place. Whether you're chasing boxing history or the thing that matters most to you, it's important to block out the distractions and remember how you got here."
The emotional ad opens with some neighbourhood kids in Ireland all heading to watch their friend Liam fight and on the way encouraging him. They then feature McGregor walking into the hall with his friends. McGregor then pulls his Beats by Dre on and 'Juicy' by The Notorius B.I.G. plays in the background.
Dublin, Ireland STAND UP! This one is for you! Dedicated. @BeatsByDre #AboveTheNoise pic.twitter.com/oXjgfO0Ig4 — Conor McGregor (@TheNotoriousMMA) August 23, 2017
The ad uses a parallel storytelling technique alluding to the fact that any boy from Ireland could be the next McGregor if he worked and tried hard enough – McGregor as the Irish man to whom all the young kids look up to.
Beats by Dre signed Conor McGregor endorsement deal to move deeper into popular culture and looks like the gamble is paying off.